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Live-odds gambling advertising and consumer protection
Philip W S Newall1, Ankush Thobhani1, Lukasz Walasek2
1Applied Psychology, WMG, University of Warwick, Coventry, United Kingdom.
Plos One
|June 11, 2019
Summary
Live-odds advertising during the 2018 World Cup frequently featured urgent bets, with many determined before matches ended or offering improved odds. This gambling marketing may unduly pressure consumers, necessitating enhanced protection.
Area of Science:
- Gambling Studies
- Consumer Behavior
- Sports Marketing
Background:
- In-play gambling allows bets during sporting events, often advertised with live odds.
- Previous research indicates live-odds advertising targets complex, irrational bets.
- UK regulatory guidance aims to curb gambling advertising's undue pressure on consumers.
Purpose of the Study:
- To analyze the frequency and content of live-odds advertising during the 2018 soccer World Cup.
- To assess if advertising complied with new UK regulatory guidance on urgency and impulsiveness.
- To identify features in live-odds adverts that might pressure consumers to gamble.
Main Methods:
- Content analysis of live-odds advertisements during the 2018 soccer World Cup.
- Quantified advert frequency, bet determinability, odds improvement, and complexity.
- Qualitative assessment of bet complexity trends compared to previous events.
Main Results:
- 69 live-odds adverts were identified across 32 matches (2.16 per match) from five bookmakers.
- 39.1% of advertised bets were determinable before match conclusion.
- 24.6% of bets showed recent odds improvement, including 15.9% of time-limited 'flash odds'.
Conclusions:
- Live-odds advertising during the 2018 World Cup exhibited features promoting urgency and impulsiveness.
- Advertised bets were skewed towards complex events, potentially exploiting consumer irrationality.
- Consumers require protection against targeted and potentially pressuring gambling advertising content.
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